About
At this year’s Museum Guide International Forum we will attempt to look into the future. We are accustomed to short-term planning, thinking three to five years ahead, but how about thinking ten, twenty or even thirty years ahead? This will require a change of perspective: we have to be aware of the big trends and learn to use new tools. Looking into the future is crucial for assessing and managing risks.
We will look into:
We will look into:
МЕНЮ
The radical shifts in consumer behavior and the institutional crisis museums are facing today
The social function of museums, and how to plan and measure their impact on sociocultural processes in the community
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The ongoing transformation of the sociocultural landscape and the role of museums in the new environment
Program
11.00 — 12.00
Horizons of change
Panel discussion
Panel discussion
Moderator:
Yuri Saprykin, Publicist
Speakers:
Oksana Oracheva, General Director, Vladimir Potanin Foundation
Mikhail Shvydkoy, Special Representative of the President of the Russian Federation for International Cultural
Mikhail Piotrovsky, Director, the State Hermitage Museum
Gail Lord, President and Co-founder, Lord Cultural Resources (Canada)
Tatyana Abakina, Head of the Center of Creative Economy at the Faculty of Urban and Regional Development, HSE University
Alexey Kalinin, Director of the SKOLKOVO Institute for Emerging Market Studies
Yuri Saprykin, Publicist
Speakers:
Oksana Oracheva, General Director, Vladimir Potanin Foundation
Mikhail Shvydkoy, Special Representative of the President of the Russian Federation for International Cultural
Mikhail Piotrovsky, Director, the State Hermitage Museum
Gail Lord, President and Co-founder, Lord Cultural Resources (Canada)
Tatyana Abakina, Head of the Center of Creative Economy at the Faculty of Urban and Regional Development, HSE University
Alexey Kalinin, Director of the SKOLKOVO Institute for Emerging Market Studies
What do the leading experts in various fields have to say about the new trends and prospects in society, technology, and culture that are shaping the environment in which museums will operate in the near future?
Live
Live
13.30 — 15.00
People of the future. Who will come to the museum tomorrow?
Panel discussion
Panel discussion
Moderator:
Anna Kachkaeva, Director of the Center for Digital Cultures and Media Literacy, HSE University
Speakers:
Ekaterina Cherkes-zade, Head of Universal University
Maxim Kazarnovsky, Director, the Moscow International Education Fair
Tatiana Mrdulyash, Minister of Culture of the Samara Region
Oleg Lutokhin, Director, the Museum of the First President of Russia Boris Yeltsin
Julia Rybakova, Adviser to the Head of Russia’s Federal Agency for Tourism
Anna Kachkaeva, Director of the Center for Digital Cultures and Media Literacy, HSE University
Speakers:
Ekaterina Cherkes-zade, Head of Universal University
Maxim Kazarnovsky, Director, the Moscow International Education Fair
Tatiana Mrdulyash, Minister of Culture of the Samara Region
Oleg Lutokhin, Director, the Museum of the First President of Russia Boris Yeltsin
Julia Rybakova, Adviser to the Head of Russia’s Federal Agency for Tourism
Museums work with the people and for the people. However, people change. New developments in consumer behavior, changes in the public’s educational background, the younger generation’s ways of using technology – all this might drastically change how museums work. What are the ways to address this?
Live
Live
16.00 — 17.00
Is heritage a tool to build the future?
Debate
Debate
Moderator:
Alexander Arkhangelsky, Opinion journalist, writer, Professor at the Faculty of Communications, Media, and Design, HSE University
Opponents:
Alexander Yuminov, Head of Sep Community Cultural Center
Alisa Prudnikova, Commissioner and Artistic Director, the Ural Industrial Biennial of Contemporary Art
Alexander Arkhangelsky, Opinion journalist, writer, Professor at the Faculty of Communications, Media, and Design, HSE University
Opponents:
Alexander Yuminov, Head of Sep Community Cultural Center
Alisa Prudnikova, Commissioner and Artistic Director, the Ural Industrial Biennial of Contemporary Art
How to talk about heritage so that the past becomes the foundation for the future? Can museums help society develop through the awareness of its history? Two opponents, differing viewpoints, strong arguments: a real debate online. Your vote will help determine the winner!
Live
Live
17.30 — 19.00
Visitor experience design for museums
Workshop
Workshop
Registerd attendees only. No online broadcast
Speaker:
Vera Morozova, Head of Visitor Relations, the Polytechnic Museum
Speaker:
Vera Morozova, Head of Visitor Relations, the Polytechnic Museum
Why and how to prepare the audience for a museum experience? Let’s try to design the whole visitor experience, from advertising through social media to indoor navigation and getting customer feedback.
11.00 — 12.30
The boundaries of the museum
Panel discussion
Panel discussion
Moderator:
Natalia Sergievskaya, Expert of museum development
Speakers:
Elizaveta Fokina, General Director, the Tsaritsynо Museum and Nature Reserve
Artyom Silkin, Director, the State Museum-Reserve "Island-Town Sviyazhsk"
Vera Shengelia, Visitor Experience Designer, Lorem ipsum, inclusion expert
Katya Bochavar, Director, GROUND Solyanka gallery
Semen Aleksandrovskiy, Head, Founder and Director, Pop-Up Theater
Anna Trapkova, Director General, the Museum Association “The Museum of Moscow”
Natalia Sergievskaya, Expert of museum development
Speakers:
Elizaveta Fokina, General Director, the Tsaritsynо Museum and Nature Reserve
Artyom Silkin, Director, the State Museum-Reserve "Island-Town Sviyazhsk"
Vera Shengelia, Visitor Experience Designer, Lorem ipsum, inclusion expert
Katya Bochavar, Director, GROUND Solyanka gallery
Semen Aleksandrovskiy, Head, Founder and Director, Pop-Up Theater
Anna Trapkova, Director General, the Museum Association “The Museum of Moscow”
What is the museum of the future? What are its functions? How will museums stay relevant? How will museums stay financially sustainable? Panelists include museum directors and experts on urban theory and sociocultural planning.
Live
Live
14.00 — 15.00
Expanding into other territories: strategies for museums
Discussion
Discussion
Moderator:
Elena Zelentsova, Head of the Department of Regional Development, the Russian Presidential Academy of National Economy and Public Administration (RANEPA)
Speakers:
Larisa Kotreleva, Director, Tretyakov Gallery in Vladivostok
Marina Nurgalieva, Director, Nakhodka Museum
Nikita Korytin, Director, the Ekaterinburg Museum of Fine Arts
Maria Bukova, Director, Museum Center "Ploschad Mira"
Elena Tsvetaeva, Director, the Baltic branch of the Pushkin State Museum of Fine Arts
Elena Zelentsova, Head of the Department of Regional Development, the Russian Presidential Academy of National Economy and Public Administration (RANEPA)
Speakers:
Larisa Kotreleva, Director, Tretyakov Gallery in Vladivostok
Marina Nurgalieva, Director, Nakhodka Museum
Nikita Korytin, Director, the Ekaterinburg Museum of Fine Arts
Maria Bukova, Director, Museum Center "Ploschad Mira"
Elena Tsvetaeva, Director, the Baltic branch of the Pushkin State Museum of Fine Arts
Affiliate programs, partnerships, and branches – let’s discuss how museums work in and for the regions. What problems do modern museums solve by expanding into other territories? What challenges do museum professionals face and what are the pros and cons of museums’ ‘regional expansion’?
Live
Live
15.30 — 16.30
Building a community
Workshop
Workshop
Registerd attendees only. No online broadcast
Speaker:
Sergey Kamenskiy, Director, the Ekaterinburg History museum
Speaker:
Sergey Kamenskiy, Director, the Ekaterinburg History museum
Why does a modern museum need a community? How to begin building one? What are the potential hazards? How to build a loyal audience? Do visitors have to become cocreators? Together, we will look for answers to these questions, share our experiences, and try out methods of achieving these goals.
17.00 — 18.00
Identifying risks and getting ready to face them
Workshop
Workshop
Today, risk control is a key skill for any manager. Sadly, however, in cultural management such basics often get neglected. Relying blindly on the power and influence of the cultural institution’s founder, we find ourselves helpless in the face of problems, changes, and crises. The importance of risk management has been amply demonstrated by the Covid-19 pandemic.
10.00 — 12.00
The future now
World café
World café
Registerd attendees only. No online broadcast
Moderator:
Maria Shubina, Cross-museum communications expert
Speakers:
Vera Shengelia, Inclusion expert, Visitor Experience Designer, Lorem ipsum
Evgeniya Kiseleva, Head of the Inclusive Programs Department, the Pushkin State Museum of Fine Arts
Anna Bernikova, Head of the Basmania Museum, Сhair of NGO "SLOBODA Eco-Cultural Community"
Nikita Nechaev, Digital Research Curator, Garage Museum of Contemporary Art
Moderator:
Maria Shubina, Cross-museum communications expert
Speakers:
Vera Shengelia, Inclusion expert, Visitor Experience Designer, Lorem ipsum
Evgeniya Kiseleva, Head of the Inclusive Programs Department, the Pushkin State Museum of Fine Arts
Anna Bernikova, Head of the Basmania Museum, Сhair of NGO "SLOBODA Eco-Cultural Community"
Nikita Nechaev, Digital Research Curator, Garage Museum of Contemporary Art
Participation, inclusion, digital transformation are more than just buzzwords – they are a glimpse of the future. A World Café event will be held to discuss these big trends. Participants will be able to share ideas as well as their doubts which sometimes get left out of the conversation, to the detriment of the industry. The four main topics of discussion:
- Is participation the only way to go?
- Accessibility in historic buildings: how to make it possible?
- NFT and VR: is a museum still a museum when using these technologies?
- Do museum collections remain unique when made available online?
14.00 — 15.00
Who's gonna be the curator?
Debate
Debate
Moderator:
Maria Semendyaeva, Journalist, art historian
Opponents:
Liya Chechik, Head of the International Arts School, the European University at St. Petersburg
Pavel Prigara, Director, the Manege Central Exhibition Hall
Maria Semendyaeva, Journalist, art historian
Opponents:
Liya Chechik, Head of the International Arts School, the European University at St. Petersburg
Pavel Prigara, Director, the Manege Central Exhibition Hall
By organizing an exhibition, an educational project or a festival, the curator is sending their message to the audience, often inviting dialog and collaboration. Who will be the curator tomorrow: the marketing professional? the artist? the local community? AI?
Two opponents, differing viewpoints, strong arguments: a real debate online. Your vote will help determine the winner!
Live
Two opponents, differing viewpoints, strong arguments: a real debate online. Your vote will help determine the winner!
Live
15.30 — 17.00
The power of presence. How to plan and measure the social impact of museums
Workshop
Workshop
Registerd attendees only. No online broadcast
Speakers:
Olga Karpova, Research Fellow, the Moscow School of Social and Economic Sciences
Anna Morozova, Advisor, Science Culture Center
Speakers:
Olga Karpova, Research Fellow, the Moscow School of Social and Economic Sciences
Anna Morozova, Advisor, Science Culture Center
There is no doubt that museums have a social impact but how is it to be measured and planned? Let’s work it out together.
Speakers and moderators
Oksana Oracheva
General Director, Vladimir Potanin Foundation
Mikhail Shvydkoy
Special Representative of Russian President on International Cultural Cooperation
Mikhail Piotrovsky
Director of The State Hermitage Museum
Gail Lord
Co-founder and President of Lord Cultural Resources, Canada
Tatyana Abakina
Head of the Center of Creative Economy at the Faculty of Urban and Regional Development, HSE University
Veronika Misyutina
Councillor at the Wealth Management and Philanthropy Center, Moscow School of Management SKOLKOVO
Yuri Saprykin
Publicist
Alexander Arkhangelsky
Journalist, Professor in the Faculty of Communications, Media, and Design at HSE
Semen Aleksandrovskiy
Head, Founder and Director, Pop-Up Theater
Anna Bernikova
Head of the Basmania Museum, Сhair of NGO "SLOBODA Eco-Cultural Community"
Katya Bochavar
Director, GROUND Solyanka gallery
Maria Bukova
Director, Museum Center "Ploschad Mira"
Elena Zelentsova
Head of the Department of Regional Development, the Russian Presidential Academy of National Economy and Public Administration (RANEPA)
Maxim Kazarnovsky
Director, the Moscow International Education Fair
Sergey Kamenskiy
Director, the Ekaterinburg History museum
Olga Karpova
Research Fellow, the Moscow School of Social and Economic Sciences
Evgeniya Kiseleva
Head of the Inclusive Programs Department, the Pushkin State Museum of Fine Arts
Nikita Korytin
Director, Ekaterinburg Museum of Fine Arts
Larisa Kotreleva
Director, Tretyakov Gallery in Vladivostok
Oleg Lutokhin
Director, Museum of the First President of Russia Boris Yeltsin
Julia Molostova
Development management expert
Anna Morozova
Advisor, Center for Educational and Cultural Projects
Vera Morozova
Head of the Visitor Relations, Polytechnic Museum
Tatiana Mrdulyash
Minister of Culture of Samara Oblast
Marina Nurgalieva
Director, History Museum in Nakhodka
Alisa Prudnikova
Commissioner and Artistic Director, Ural Industrial Biennial of Contemporary Art
Julia Rybakova
Adviser to the Head of Russia’s Federal Agency for Tourism
Maria Semendyaeva
Journalist, art historian
Natalia Sergievskaya
General director, FUTURE TIME foundation
Artyom Silkin
Director, the State Museum-Reserve "Island-Town Sviyazhsk"
Anna Trapkova
Director General, the Museum Association “The Museum of Moscow”
Elena Tsvetaeva
Director, the Baltic branch of the Pushkin State Museum of Fine Arts
Ekaterina Cherkes-zade
Head of Universal University
Vera Shengelia
Inclusion expert,
Visitor Experience Designer,
Lorem ipsum.
Visitor Experience Designer,
Lorem ipsum.
Maria Shubina
Intermuseum communication specialist
Liya Chechik
Head of the International Arts School, the European University at St. Petersburg
Alexander Yuminov
Head of Sep Community Cultural Center
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Geography
Participation
This year Museum Guide will be held online. You can join us via this website or via the Vladimir Potanin Foundation’s social media pages. After the Forum, recordings of the events will be made available on this website and on YouTube.
Choose events in the Forum’s program
Please note that some of the events require additional registration
All events are scheduled for Moscow time (UTC+03:00)
You are welcome to participate in discussions, ask questions and leave comments
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Partners
Yulia Grozovskaya,
director of strategic communications, Vladimir Potanin Foundation
007 495 149 3018
grozovskaya_ya@fondpotanin.ru
director of strategic communications, Vladimir Potanin Foundation
007 495 149 3018
grozovskaya_ya@fondpotanin.ru
Anastasiya Peskova,
special projects manager, Vladimir Potanin Foundation
007 495 149 3018
peskova_aa@fondpotanin.ru
special projects manager, Vladimir Potanin Foundation
007 495 149 3018
peskova_aa@fondpotanin.ru
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© Museum guide — 2021